How to Craft Killer Email Preheaders for Higher Open Rates?

Awaiting the desired results for your email campaign, yet realizing that it all just fizzled?

You might wonder, which boxes were yet to be ticked. And just like that you end up getting spiraled in the confusion vortex!

To avoid all such unexpected situations, let’s check out how to ace the game of high open rates with killer email preheaders.

Have you considered that you may need to persuade subscribers to open your emails?

You may write an impressive subject line, but you can go one step ahead to increase the open rate. Adding more to the mix, like a preheader, would be a game-changer. The diminishing open rate may be due to the absence of an email preheader.

The preheader text can help capture subscribers’ attention before they open the email. It is the first line after the subject that catches subscribers’ attention. Moreover, they are much more prominent in mobile devices. Thus, it’s time to learn to craft email preheaders for your upcoming emails.

Here’s how you can do it.

What is an email preheader?

The email preheader appears after the email subject line in the email inbox. It gives a small preview of the email text. Since it’s grayed out and placed on the right side of the subject line, it seems a little less relevant than the subject line.

In simpler terms, email preheaders are a summary text that follows the subject line. In most cases, a preheader text can be the difference between someone opening or not opening your email. This can still offer a valuable glimpse of what to expect in the email and whether or not they should engage in it.

While there is nothing wrong with not including it, refraining from writing the preheader text can be like a missed opportunity.

Why preheaders matter

Offers a preview of the emails

How exciting is a trailer of the movie you’ve been waiting to watch for months? Preheader texts also offer a similar and exciting glimpse into your message.

Besides the subject line, preheader emails give you a moment to capture the readers’ attention. In simpler terms, they get a preview of what’s coming up in the email. It offers a clearer idea if the email copy is relevant to them.

Reduces spam complaints

If the sender doesn’t customize the preheader text, the email services might simply display a text snippet. This may include words such as ‘unsubscribe now’ or ‘view in browser’. Besides giving it a robotic look, it can also lead the audience to delete the email, especially if they want to refrain from a cluttered inbox or are running out of space.

Improves open rates

A high open rate is a marketer’s dream, isn’t it? You’ve crafted an excellent message, with enticing graphics and everything looks perfect! However, how do you ensure that the email is seen and appreciated by the audience if it hasn’t even been opened?

An email preheader text can significantly improve open rates as it gives a trailer of what to expect in the email. This happens as a result of adding more context to a subject line, or by explaining it further. The result? Better engagements and conversions with the campaign.

Avoids a random text

As mentioned above, if you don’t add a preheader text, then the recipient’s email client will show random bits of information from the email. This default preview text can lead them to an undesirable route. This could be viewing the email in the browser or showcasing the unsubscribe option; both of which can be counter-productive.

Not only will it create a bad impression, but it will also give it a robotic look to it. A preheader text ensures that these chances are not ruined by your email client.

Grabs the attention on the go

Since a lot of action happens on the mobile, it can also increase open rates despite having a shorter screen and minimal word count. As per Upland, mobile phone users form a considerable portion of your subscribers because 62% of subscribers read emails on a space-starved mobile phone.

However, you must consider the word count to assess how the preheader text will appear on the mobile screen. This ensures that your preheader text isn’t cut out by the minimal phone space.

A great way to find the version that works for you is through A/B testing. It replaces guesswork with data.

How do you craft killer email preheaders for higher open rates?

There is a lot that goes into crafting excellent email preheaders for higher open rates. We’ve brought all the important points in one article so you don’t have to go down the rabbit hole to do the research.

Check this out:

Focus on key points

What makes your emails so intriguing and unique that they stand out from your competitors?

Other marketers may be sending your subscribers a ton of offers. Give them a reason to get attracted to your deals. First, you craft a compelling and value-driven email copy and summarize it in a few actionable words in your preheader text.

Highlighting key aspects that led you to create an email would be one of the most promising tricks in the book. Use it to communicate with your audience.

A fun surprise, a sassy deal, or valuable information could boost email open rates. Ensure that the preheader pertains to the email text and highlights essential details. So, create a preheader that includes vital information to increase email opening rates.

Elaborate subject line

An impactful subject line could boost the email opening rate. However, a preheader text elaborating on your subject line can also help handle a staggering open rate. A preheader text that describes an engaging subject line helps subscribers understand the email’s motives and the value it could provide. As a result, it would encourage subscribers to open the email.

Here’s an example to help you understand how you can elaborate on the subject line.

Subject line: Invitation to attend upcoming music festival! Preheader text: Plus, Grab the chance to win our new speaker.

In addition, some emails, such as newsletters, discuss multiple topics. It becomes tough to elaborate everything in a few words in the subject line. At that moment, the preheader can relieve you from this trouble by giving you an extra room. Giving additional information or descriptions regarding new deals can improve your email open rate.

Value first

Note that preheaders are often cut off on mobiles. Hence, it is vital to place the important words, such as discounts, benefits, or emotional triggers, early on in the sentence. This ensures that the value is seen first in the email with less possibility of being missed out on.

As a best practice, you can use action-oriented language to drive urgency or interest by using verbs and active phrases. For example, words such as ‘unlock’, ‘start’, or ‘get’ can make the header more compelling and click-worthy.

Exciting offer in the text

What would encourage your subscribers to open your emails?

This question can potentially change the course of your email open rates! Choosing text for the preheader will become easy once you have the answer to this question. Ask yourself what kind of sales offer would entice your subscribers. This could be a value or a solution that the customers might need. Proposing that offer in your preheader would attract subscribers.

A value-driven offer often creates a sense of urgency. FOMO effects with last-minute deal offers, discounts on limited collections, or other such deals can often excite multiple customer segments. As subscribers see the deals in the preheader, they will likely open emails to know more.

A few ways you can spark curiosity with alluring offers are:

• Focusing on a single idea or concept throughout the email.
• Creating suspense and other related benefits.
• Using phrases and power words such as explore and discover.
• Adding questions that the readers could potentially have in their minds.
• Mentioning a new piece of information that the readers might probably not have known about.
• Talking about pain points and challenges to showcase relatability.

Such techniques help readers gravitate towards your emails and persuade them to open your emails.

Humor and personalization

Is it possible to make your subscribers feel special using preheader text?

A well-researched behavioral targeting could be the answer you are searching for. It has the power to offer tailored experience in email marketing. Whether your brand sells courses, or products, or provides other services, addressing your subscribers with their name can swiftly catch their attention.

Moreover, a little humor in the path of providing personalization can shift things in a positive direction for you. You need to tailor your preheader text that calls out their problem to deliver a solution.

Here’s what you can do:

• Add witty or playful twists to everyday sayings and phrases.
• Unexpected puns and wordplay that hint at what the email contains.
• Use relevant emojis.
• Movie or pop culture reference (one that your target audience likes or is familiar with.)

For example,

Use: “Your inbox will not like this message… But your wallet will do.” Instead of: “Pocket-friendly ideas you might love.”

In addition, avoid long-waited jokes, overused terms, and complicated jokes in your preheader text. They might kill the subscribers’ interest faster than you realize. Humor must be understandable to your versatile audience. Thus, know your target audience before implementing ideas.

Clarity and conciseness

What does it take for your email to get past the rest of them in your reader’s inbox?

Striving to stand out can get tricky. You must understand that other marketers also strive to get your subscribers’ attention. Using humor, emojis, enticing text and offers is good, however, it can turn against you if they are misleading or are not implemented well.

While you learn what your audience likes, you must also like what they don’t like too!

Some of the examples can be long lengthy or complex statements that fail to get the message communicated well. It can also look like bait instead of a promise. Rather, convey your message in clear and short sentences. It will have a lasting impact on your subscribers’ minds and compel them to open your emails.

A few tricks to help you craft clear and concise killer email preheaders are:

• Avoid jargon and complicated technical terms
• The text must be up to 40-50 characters
• Don’t pile up too much information or endless ideas in a single email.
• Avoid beating around the bush and clickbait

Include powerful CTAs in the killer email preheaders

Would asking your subscribers to open the email work in your favor?

The answer to this question is not tricky or difficult. Most marketers confuse asking with desperation. Asking your subscribers with confidence can increase your chances of higher email open rates. Note that traditional CTAs might not work in the preheader. However, a touch of creative syllables will help you ace the game.

Here’s what you can do:

• Use actionable statements or thought-provoking questions to spark curiosity.
• Value-driven phrases, such as “Get a free guide”, and “Get 35% off today”
• Align call-to-action with the subject line

Overall, CTAs can help improve engagement and boost email open rates. Note that, CTAs can guarantee open rate but don’t promise conversions.

Testing and optimization

Analyzation and segmentation

Analyzing results and customizing your email preheaders accordingly is highly recommended. A thorough market research would also help you achieve your goals.

The golden rule you must follow to craft email preheaders is to check which preheaders boost email open rates. Additionally, you must understand your audience as well to add suitable preheaders. In the following step, you must customize your email marketing strategy according to the same.

Moreover, you need to craft multiple email preheaders for different audience segments.

A/B testing

How do you choose killer email preheaders for your next email campaign?

A/B testing in optimization is necessary for maximum impact. You test every email preheader idea, test it and gauge if it derives the results you are aiming for. Tracking email open rates will help you craft email preheaders perfectly.

For example, try different combinations of subject lines and preheader texts. You are good to go whichever brings the best result for you.

Conclusion

Email marketing is still an effective way to reach people and generate revenue streams. According to Statista, 4.26 billion people were using emails in 2022, which can increase to 4.73 billion by 2026. According to another survey, global email marketing share was 7.5 billion dollars and can increase to 17.9 billion by 2027.

These numbers speak for themselves and can assure you to take the first step towards email marketing.

Despite being a promising outreach medium, your emails can still fizzle in your audience’s inbox because of a boring email preheader.

Hence, to make a positive impact on your audience, these tips for email preheaders can significantly boost email open rates. In email marketing, a good preheader can increase your chances of engagement. Once you get high open rates, you will have an opportunity to impress people and move forward.

Need a helping hand to swiftly move towards the envisioned goals? Allow Icegram Express to help!

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